The Moderating Effect of Online Streaming Contents Service Characteristics on Online Word-of-mouth for Service Performance

Online streaming contents are creating greater service uncertainty, as consumers need to experience such contents before making a decision to continue to purchase them. Few studies have investigated the interaction between eWOM (online word-of-mouth) and online streaming content service characteristics in online streaming contents’ performance and explained the way this interaction can promote service characteristics’ role in service performance or remedy service uncertainty attributable to these characteristics. Thus, this paper examines the interaction between eWOM and service (webtoon) characteristics (i.e., author experience, genre (drama or fantasy), completion, transfer to pay service, and publication time (Wednesday)) on online streaming contents’ service performance measures such as publication period and gamification of contents. Author experience and genre interact with the number of reviews to affect gamification. The transfer to pay service interacts crucially with review ratings and the number of reviews to influence both publication period and gamification. Online streaming contents completion and publication time are interacting factors with review ratings that affected publication period. Service providers need to cope with service uncertainty in furthering online streaming contents service by considering service characteristics as well as customers’ responses through eWOM.